DIGITAL MEDIA MARKETING AND CORPORATE SOCIAL RESPONSIBILITY IN THE U.A.E. HEALTHCARE COMPANIES
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
The paper attempts to present case study on how Global vendors of surgery beds and equipment are trying to target and penetrate the Middle East Healthcare sector by applying wide variety of Digital Media Marketing Tools. The paper argues that the Healthcare Global companies are rather risky and open to Foreign Direct Investments through Digitalization in the region of United Arab Emirates by setting up their business across the Emirates. In doing so, they try to tailor theirs Digital Media Marketing plans and Corporate Social Responsibility aspects in regard to the business needs of the Arab institutional and individual customers as hospitals, medical centres, clinics, etc. The paper sheds a light on specific International Marketing Strategies, which enable better cooperation and contracting with the local suppliers/distributors in the UAE through frame agreements and turnkey projects. The case study illustrates the stages of the marketing strategies formulation, implementation and evaluation of healthcare companies in the emerging market of UAE. Moreover, the study outlines that there are few barriers and obstacles, which hinder or hurdle the process of conducting business in the healthcare business on the territory of UAE.
Authors and Affiliations
Emil Velinov
Keywords
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- EP ID EP319019
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